--- title: "Duluth Trading vs Helly Hansen: Which is searched more?" description: "Is Duluth Trading or Helly Hansen more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Work trousers brands set worldwide. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time." canonical: "https://gobrandwave.com/demand/global-en/compare/duluth-trading-vs-helly-hansen" publisher: "Brandwave" --- # Duluth Trading vs Helly Hansen: Which is searched more? Is Duluth Trading or Helly Hansen more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Work trousers brands set worldwide. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time. ## Key facts - **Compared**: Duluth Trading and Helly Hansen - **Competitive set**: Work trousers brands - **Market**: Global - **Month measured**: Sep 2026 - **Duluth Trading Share of Search**: 10.5% - **Helly Hansen Share of Search**: 35.1% ## Is Duluth Trading or Helly Hansen more popular in search? - In September 2026, Helly Hansen had more branded searches than Duluth Trading among work trousers brands worldwide. Helly Hansen had about 550,000 branded searches, while Duluth Trading had 165,000. Helly Hansen made up 35.1% of all work trousers brand searches we track, and Duluth Trading accounted for 10.5%. - Helly Hansen was ahead of Duluth Trading in every measured month of the 12 months ending September 2026. - Across the 12 months ending September 2026, Duluth Trading’s share of searches among work trousers brands worldwide moved from 17.6% to 10.5%, and its estimated monthly branded searches moved from 368K to 165K. - Across the 12 months ending September 2026, Helly Hansen’s share of searches among work trousers brands worldwide moved from 39.3% to 35.1%, and its estimated monthly branded searches moved from 823K to 550K. ## Top work trousers brands in ChatGPT and Google AI Overviews In three ChatGPT questions and two Google AI Overviews, Duluth Trading was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Helly Hansen did not appear in any of the five answers. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | --- | | Carhartt | 1st | 3 of 3 | 2 of 2 | 5 of 5 | | Dickies | 2nd | 3 of 3 | 1 of 2 | 4 of 5 | | Duluth Trading | 3rd | 2 of 3 | 0 of 2 | 2 of 5 | | Snickers Workwear | 4th | 3 of 3 | 0 of 2 | 3 of 5 | | DeWalt | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Helly Hansen | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Portwest | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Mascot | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about work trousers brands - Asked ChatGPT "Which work trousers brand should I buy?": 1. Carhartt, 2. Dickies, 3. Snickers Workwear - Asked ChatGPT "What are the best work trousers brands?": 1. Carhartt, 2. Dickies, 3. Duluth Trading, 4. Snickers Workwear - Asked ChatGPT "What's the best work trousers brand for tough all day wear?": 1. Carhartt, 2. Duluth Trading, 3. Snickers Workwear, 4. Dickies - Searched Google, AI Overview "best work trousers": 1. Carhartt - Searched Google, AI Overview "durable work trousers": 1. Carhartt, 2. Dickies Not named in any answer: DeWalt, Helly Hansen, Portwest and Mascot. Brands are listed in the order each answer named them. The answers were collected in the United States on October 21, 2026. ## How did search popularity change for work trousers brands worldwide in September 2026? - In September 2026, Helly Hansen gained share of searches among work trousers brands worldwide, from 31.1% to 35.1%. - In September 2026, Duluth Trading lost share of searches among work trousers brands worldwide, from 11.4% to 10.5%. ## Month by month | Month | Duluth Trading estimated searches | Duluth Trading Share of Search | Duluth Trading rank | Helly Hansen estimated searches | Helly Hansen Share of Search | Helly Hansen rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 368K | 17.6% | 3 | 823K | 39.3% | 1 | | Nov 2025 | 673K | 22.8% | 3 | 1.2M | 41.4% | 1 | | Dec 2025 | 673K | 25.1% | 3 | 1M | 37.3% | 1 | | Jan 2026 | 368K | 16.5% | 3 | 1M | 45% | 1 | | Feb 2026 | 246K | 13.9% | 3 | 673K | 38.1% | 2 | | Mar 2026 | 301K | 18.8% | 3 | 450K | 28.1% | 2 | | Apr 2026 | 301K | 20.1% | 3 | 368K | 24.5% | 2 | | May 2026 | 246K | 16% | 3 | 450K | 29.3% | 2 | | Jun 2026 | 201K | 14.4% | 3 | 368K | 26.3% | 2 | | Jul 2026 | 201K | 15.8% | 3 | 368K | 29% | 2 | | Aug 2026 | 165K | 11.4% | 3 | 450K | 31.1% | 2 | | Sep 2026 | 165K | 10.5% | 3 | 550K | 35.1% | 2 | ## How each brand is measured Brandwave collects information about searches that people make online using Duluth Trading’s and Helly Hansen’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading. - **Duluth Trading**: Measured on the search term “duluth trading”. - **Helly Hansen**: Measured on the search term “hellyhansen”. - [Duluth Trading profile](/demand/global-en/brands/duluth-trading) - [Helly Hansen profile](/demand/global-en/brands/helly-hansen) - [All work trousers brands worldwide](/demand/global-en/categories/work-trousers-brands): The set both shares are measured inside, 8 brands. ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Is Duluth Trading or Helly Hansen more popular in search? In September 2026, Helly Hansen had more branded searches than Duluth Trading among work trousers brands worldwide. Helly Hansen had about 550,000 branded searches, while Duluth Trading had 165,000. Helly Hansen made up 35.1% of all work trousers brand searches we track, and Duluth Trading accounted for 10.5%. ## Cite this page Brandwave. "Duluth Trading vs Helly Hansen: Which is searched more?". https://gobrandwave.com/demand/global-en/compare/duluth-trading-vs-helly-hansen This page is also available as HTML at https://gobrandwave.com/demand/global-en/compare/duluth-trading-vs-helly-hansen. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.